The Core Challenge of New Product Launches: Find the Right "Key People" to Choose the Right Promotion Path
For pharma companies, launching a new product means entering an unknown competitive market environment. The success of academic promotion directly determines the product's market opening. The core of academic promotion is identifying and engaging key experts who can influence industry understanding and drive decisions.
However, traditional KOL identification has many limitations:
1. It relies on sales reps' subjective judgment and scattered experience, leading to biased results and narrow coverage;
2. It lacks unified expert evaluation standards, making it difficult to quantify academic influence and fit;
3. Expert information is scattered across departments, with duplicate or inconsistent data that cannot form complete expert insight. As a result, companies may target the wrong people or mismatch resources with expert value during new product promotion, missing the market window.
As compliance requirements become stricter and market competition intensifies, precise identification of key experts has become the first prerequisite for landing a new product launch strategy.
KOL Mapping: Data-Driven Precision to Lock Onto Core Expert Resources
Based on years of life sciences service experience, MeDomino has built the KOL Mapping precise expert identification solution. Through data integration, profile building, tag-based management, and dynamic tracking, it enables precise positioning and deep insight into key KOL experts, protecting new product launches.
Omnichannel Data Integration to Build a Complete Expert View
KOL Mapping integrates internal data such as enterprise visit records, academic meeting participation data, and online interaction traces, while also supplementing public external data such as academic publications, clinical research participation, and industry conference speeches. It forms a full-dimensional data system covering experts' academic capability, clinical influence, and interaction preferences. Relying on ONE ID integration and master data cleaning technology, it ensures data accuracy and consistency, breaks information silos, and builds a complete expert view.
Multidimensional Tag System for Precise Profiles and Screening
Based on the integrated full-dimensional data, KOL Mapping uses MeDomino's HCP intelligent tagging platform to build a refined expert tag system covering professional fields, research directions, prescribing habits, academic influence levels, interaction channel preferences, and other dimensions. Pharma companies can quickly screen the most suitable key experts according to a new product's indications, target population, and promotion strategy. For example, for a new oncology product, they can precisely identify KOLs with deep research experience and strong academic voice in that field, ensuring precise allocation of promotion resources.
Dynamic Insight Into Expert Needs Across the Full Launch Process
KOL Mapping is not a static expert list. It can dynamically track changes in experts' academic views, research hot topics, and clinical needs. At different stages of a new product launch, it provides targeted support for enterprises:
l Before launch, it helps companies screen clinical trial collaboration experts and guide product development direction;
l At launch, it locks onto core academic promotion KOLs and helps create personalized academic communication strategies;
l During launch promotion, it adjusts promotion focus according to changes in expert views and connects experts to academic communication, driving industry understanding and prescription conversion.
Core Value: Inject Acceleration Into New Product Launches
With the KOL Mapping solution, a U.S. pharma company promoting a new product in cardiovascular and neurology fields successfully mined an average of 3,000 KOL data points per person, including articles, meetings, and consultations. It precisely identified core promotion experts and helped the product quickly open the academic market. Several local listed pharma companies have also used the solution to efficiently output execution suggestions in the early launch stage, ensuring academic promotion strategies land accurately.
KOL Mapping replaces experience-based judgment with data-driven decision-making, turning new product academic promotion from "blindly looking for experts" into "precisely selecting experts" and from "passive promotion" into "proactive fit." It has become a core engine for new product launches, building a solid foundation for market breakthrough and long-term growth.
